Westfield Valley Fair

Westfield Valley Fair is one of the dozen+ projects I’ve worked on for Westfield, the largest retail property group in the world. I joined forces with their development team of marketers, brand strategists, architects and designers to create the overall redevelopment program to help revitalize this premium shopping center in San Jose, California.

To generate buzz in the leasing community, I created targeted materials, including a mobile app highlighting key selling points such as the trade area, the customer, and the potential of this new significant expansion within the Westfield portfolio.

American Heart Assoc.

I’ve worked directly with the American Heart Association (AHA) on numerous initiatives (Condition Outreach, new business development, social media marketing, etc.) and business units (trade show and event branding, support network marketing, print advertising).

The majority of the Condition Outreach programs use social media channels to showcase real men and women, engaging in real life. The art direction is simple and clean, breaking through an extremely ‘noisy’ environment of health care marketing seen elsewhere.

I’ve also worked extensively with the AHA’s Center for Health Technology & Innovation; whose focus is on building and harnessing health technologies and relationships. Using print, online and video marketing, I’ve help this this unit monetize their business as they began to partner with technology and health care companies across the country.

SGI (Silicon Graphics Inc. – now part of HPE)

While Design Director at SF-based ad agency GMO, I had the chance to work with SGI, who at the time, was one of technology’s leading developer of high-performance computer solutions. Our team created a new brand positioning “The Source of Innovation and Discovery”, as a simple homage to SGI’s supercomputers and the discoveries they made possible.

Along with helping to create this new brand positioning, I was also tasked with updating the entire identity system to align with the new branding. My work included design architecture of all product data sheets, sales brochures, stationery systems, white papers, electronic communications and presentations, as well as trade show and mobile events.

Palmaz Vineyards

Palmaz Vineyards is an ultra-premium, boutique winery in Napa Valley. I worked with them to create marketing materials and refine and expand their packaging and wine label design system to better compete in the high-end wine market.

The visual language is luxurious but welcoming, high-tech but agricultural, formal but whimsical. Hand-drawn typography mixed with actual wine stains and drips carry though all communications, making the bottles stand out, especially at retail.

The brochure uses separate half sheet inner pages, allowing the full pages to show this spectacular property to its fullest with glorious photography — while the half sheets carry the written content (shown below side by side with half sheets on right).

This brochure was so unique and well-crafted that it won several design and printing industry awards.

Evolution L.A.

They hired me to help create a design system that would keep their brand front and center, even with such a diverse client base that includes studios, corporations and celebrities, and varied range of content.

My approach was to create a simple word-mark, and a dramatic black-on-green color system for use in all materials. Large dramatic images of the entertainment properties serve to anchor all content. To further reinforce the brand, I wrote all materials in a direct, conversation manner, unusual the large-scale programs Evolution creates.

The Venetian Las Vegas

While I was Design Director at GMO in San Francisco, we won the opportunity to create the strategic positioning for the Venetian Resort & Casino, the iconic Las Vegas resort, as well as the Palazzo, which was under construction at the time.

What made the Venetian/Pallazo properties unique was how the CEO Sheldon Adelson and his team were bringing together best-in-class architecture, design, retailers, dining and spa services—which is similar to how 15th century Venice was the center of arts, music and culture in Europe. When we realized how this idea tied together, our positioning solution became clear: The Soul of Venice In The Heart of Las Vegas

Our positioning work was so well received that our project was expanded to include the overall branding and advertising for the Guggenheim and Hermitage museums, both to be located on the property.

Working directly with Mr. Adelson, my work encompassed everything from print collateral and advertising, to out-of-home, environmental design and on-site branding. Bringing the architectural experience of the Guggenheim space, designed by Pritzker Prize winning architect Rem Koolhaas, to the center was a driving idea throughout.

Dominican University of California

Dominican University of California is a private liberal arts college located just across the Golden Gate Bridge. I worked with them to create a comprehensive overall design system, so they could better compete in the private college market.

Research revealed the DUC campus was a major differentiator, both in terms of location (close to San Francisco) and in its rambling, yet intimate setting (a mix of historic structures, many of which harken to the school’s early beginnings). So all of the materials play up the campus, as well as DUC’s diverse and international student body — another factor research revealed that was important.

Breaking out of the higher-ed ‘us too’ branding so prevalent in University marketing was a key strategy point, and it has proved to be very successful in attracting more students and research faculty.

When DUC was chosen to host the final California Governs Debate of 2010, Dominican and NBC asked me to help design the materials for this significant event. Such national coverage allowed us to extend our overall design system into advertising, venue graphics, stage sets and video, thus reinforcing Dominican's position as a center of higher education in California and beyond.

Lisa Keenan Photography

San Francisco Bay Area food photographer Lisa Keenan is a colleague, collaborator and friend I’ve known for 20+ years. Lisa was ready for a fresh, modern and extraordinarily ‘clean’ portfolio website, stationery system and promotional materials to showcase her work.

Our ‘Egg’ promo piece shown here is one of her, and my, favorites and has helped bring her several new clients.